Odd Couples: Halos and the Art of Collaboration

What do Pringles and The Caviar Company, Nike and Tiffany, and Balenciaga and The Simpsons have in common? Depending on your taste – for food and otherwise – they are famous (some might say “infamous”) examples of unlikely collaborations. A “collab” -- as it’s sometimes referred to – typically unites two products or brands that aren’t commonly affiliated.

The collaboration market is hot, with companies and pitch folk lining up to take part en masse.

Collaboration can mean something informal, or a more structured agreement such as a sponsorship, endorsement, or partnership, with a legally binding contract in place. Whatever you want to call it, joining forces is a hot trend. In 2023, the IRS reported business partnerships rose by 4.4% compared to 2020, with more than 4 million partnership filings. Taken as a whole, these partnerships saw a total income pass-through of roughly $3.9 billion, representing a 98.3% increase over 2020.

The right collaboration has the potential to rake in publicity and profits for both parties. Here’s a look at several noteworthy or unusual collabs.

Pondering the Halo: A Vintage Collab

When a company  approaches a known entity to become its spokesperson, there is more at play than simply boosting sales. Companies are often looking to leverage the halo effect -- a psychological term related to the impression we have of someone often based solely upon the idea of them or the way they make us feel.

One infamous collaborator known for her elegant prowess in the kitchen and at home first made waves nearly forty years ago when she lent her halo effect to a line of moderately priced home goods. We are, of course, talking about house and garden maven Martha Stewart. Long before she was cooking dinner with rapper Snoop Dogg in her kitchen, she was cooking up some unlikely deals.

By the mid-80s, Stewart was known for bringing the art and science of gorgeous homes and flawless, effortless entertainment to the masses. So, in 1987, when she first partnered with discount department store Kmart, consumers and onlookers alike took notice. She ended up staying on with Kmart and went on to ink a deal in 1997 that made it the exclusive retailer of her Martha Stewart Everyday home line.

Putting her name and face on the now mostly defunct chain sent a message that elegance wasn’t out of reach, even for the average Kmart shopper looking for the blue light special.

However, the halo swung in several directions on this one as she faced backlash for the move. With her face ubiquitous at Kmart, some felt her glow as a highbrow persona was fading. In a 2021 Harper’s Bazaar article, Stewart is quoted as saying her country club in Connecticut canceled her membership because “I was too down-market."

Ultimately, the company and Stewart parted ways in 2009, but at a certain point, her line contributed a reported $1.5 billion to Kmart’s $36 billion revenue. Stewart herself is reported be worth some $400 million, enriched in no small part from her various partnerships.

Since splitting with Kmart, Stewart has sold her goods in Home Depot, Target, Walmart, Wayfair, Macy’s, Michael’s, JC Penney, Tractor Supply, and through her own branded shop on Amazon.

Getting Their Goat

This collab is the stuff that dreams are made of, but there was no guarantee it would work in the beginning. Beekman 1802 is a health and beauty-care products manufacturer located in the wilds of upstate New York. Founded in 2008, it is primarily known for its role as a goat’s milk soap maker. However, it is also known for some pretty sweet limited-edition collaborations including Nestle Toll House and Mackenzie Childs. It may be best known for its ties to the beloved offbeat Canadian comedy Schitt’s Creek.

In 2020, the show gained cult favorite status, helped in part after viewers trapped in their homes during lockdown discovered it. In the course of the show, one family member opens a dry goods apothecary store, Rose Apothecary.

As part of its unusual collab, Beekman 1802 joined forces with the fictional store and unleashed a line of skincare and home goods inspired by it. The collaboration sold out and consumers lined up to snap up merch that gave a nod to a favorite show.

Bringing Affection and Nostalgia to the Roundabout

Collabs have serious reach. They have also demonstrated that the right combination can not only make or break a company, but revive brands, inject new enthusiasm, and bring lesser-known names to the fore. The Adidas Samba is a shining example. Sambas are worn the world over and since their introduction in 1949, succeeding generations have encountered the three-striped, quirky-toed design. But getting them to achieve cult-like status time after time has been part of the allure for Adidas’ potential partners.

Adidas has always had a penchant for collaborations. A-listers like music producer Pharrell Williams and musician Bad Bunny have taken their turn with the company, helping cement its place amongst the cool and hip. But Adidas also takes chances on up-and-comers. A recent collab between Adidas and British fashion designer Grace Wales Bonner has proven to be yet another resounding success for the sportswear company. In 2020, Adidas introduced a line of Samba shoes and iconic tracksuits designed by the relative newcomer.

Wales Bonner put her spin on the items, incorporating themes and colors that weren’t previously affiliated with the line, which was released to blockbuster results. Continued enthusiasm for the line resulted in sold-out lines that both parties have benefited from. Most recently, in the first quarter of 2024, Adidas reported record revenue of 5.5 billion pounds ($6.6 billion) helped in part by the Wales Bonner tailwind.

While the rise of social media influencers has increased the pool of potential partners for brands large and small, you can count on quirky collaborations to still be a part of the landscape.